Omni Channel Retailing in Large Size Businesses: An Exploratory Case Study of a Swedish Fast Fashion Retailer
Purpose of the paper: The aim of this thesis is twofold. Firstly, the aim of this theses is to deepen the understanding of large size businesses channel management and their structure. Secondly, the aim is to better understand what consumers expect from the retail industry and why. This is to fill out the scant literature on omni channel retailing. Methodology: An exploratory case study with a q